Is It Recommended To Delete Relevant Keyword With Impr. But No Clicks

Based On Adwords Changes Over Past Several Months

[dbar]

More specifically, lets say "green widgets" get decent ctr, but "big green widgets", "small green widgets", etc get no click throughs, but have impressions.

Would deleting "big green widgets" and "small green widgets" Hurt, Help, or Do Nothing to "green widgets"?

[dbar]

The above is a very simple example, in realty an adgroup may have 100's of related keyword phrases. Of those say 30% get impressions but no clicks, I'm wondering if I should delete those and why or why not.

[HitProf]

In most cases the 'something green widgets' have fewer impressions and will eventually get clicks. Even if not, I'd let them live. When you delete them, those views will be added to 'green widgets' and lower it's CTR.

[ElizabethReynolds]

dbar, are you using Broad Phrase or Exact match?

[dbar]

are you using Broad Phrase or Exact match?

I use all three, then remove those with no impressions after a period of time.

[Steve6]

To perhaps phrase the question in another way:

Does a low CTR on an ad effect the CPC for a keyword? In my example, the top keywords have a CTR of 3.4% and 3.5%, but because I have many other keywords with a CTR of 0, my text ads have CTRs of 0.4% and 0.3%. If I delete the poor performing keywords or move them to a different group, the ads is this group will gradually get a higher CTR. But does it really matter?

I understand that with the optimize option turned on, the CTR of the ad will determined the percentage served. For instance, the ad with the CTR of 0.4% has 97.1% served, while the ad with the CTR of 0.3% has 2.9% served. But is the ad CTR used for anything else?